FxScaler

I asked who wants the full playbook for boring Google stores. Here it is. All of it. The thesis: you're not hunting winners. Blankets, doormats, lamps already get searched thousands of times a day. Google Shopping exists to route those searches somewhere. Your job is to be the feed that answers the most of them, at economics that work. 1. Pick the category with tools, not vibes. KeywordsEverywhere (browser plugin, costs a few bucks): shows volume + CPC on every Google search. Browse the category like a customer and watch the numbers. You want thousands of monthly searches spread across MANY product types, at CPCs your margin can pay. Semrush: plug in the 3-5 biggest stores in the category. Check their paid + organic keywords. You want fragmented competition (many mid-size stores, no single killer) and product keywords, not brand keywords, carrying the volume. SimilarWeb: sanity-check where competitor traffic comes from. Paid search + Shopping dominating = the demand-capture thesis holds. All TikTok = wrong playbook for this, walk away. 2. Run the one division that kills bad categories in 10 seconds. CPC ÷ conversion rate = what a customer costs. $0.70 CPC at 2% CVR = $35 of traffic per sale. If the average product's price and margin can't carry that, no amount of optimization saves you. 3. Build wide. 500-1,000 products, not 20. On Google the catalog IS the testing system: every product is a ticket on its own search terms. The 50-a-day adding cadence is right. Source through any decent agent or Alibaba. Don't fall in love with anything. 4. The feed is the whole ballgame. Titles front-loaded with what people actually type: product type + key attribute + brand. Correct categories, filled attributes, prices matching the page to the cent, honest shipping times. Google is matching text to searches. Make yourself easy to match. 5. Launch dumb, scale smart. Clean Shopping setup, no ROAS target until ~30-50 conversions teach the algorithm something. Let search demand surface the winners. Anything with clicks and no conversions after 60 days gets cut. Winners graduate to their own campaigns and real budget. 6. Then the loop, forever: add daily, prune monthly, audit the feed weekly, reprice against what the top results charge. The terrain: months 1-2 usually pay you nothing while the feed builds data. The daily adding is mind-numbing, which is exactly why we pay 3 full-time researchers to screen ~100 candidates a day instead of doing it by mood. And one shortcut (a trademark product, fake urgency, shipping times you can't honor) can end the Merchant Center that everything runs through. The playbook is simple. Surviving the boring part is the moat.

its the 29th of october & half of you are still fucking "preparing for q4" q4 doesnt start on black friday lol. it started 3 weeks ago. the stores that print in december got their feeds approved in september, killed their losers by mid october & are putting budget on whats left rn we launched 10 new stores in the first week of october. 6 flopped, whatever. 1 is doing $15-20kk a day already & the other 3 are getting a bit more budget this week. thats basically our q4 decided, 4 weeks before black friday the guys "waiting for cpms to come down" are the same guys who were gonna start in january last year btw theres no catching up in december. google gives the impressions to products that already have 3 weeks of data, not to a feed that went live on the 20th

your "brand" is one store & a $400 logo every ecom guy on here is building a brand. one store, one hero product, a fucking mission statement. 2 years in, $40k a month, cant take a week off we run 40 google stores. perhaps 10-15 are profitable at any given time. nobody picks the winners up front, google does. you launch 10, 6 flop, 3 do ok, 1 prints & THAT one gets the attention the store we sold for high 6 figs was launch number 14 or something. nobody sat down to build a brand. it printed 12 months in a row with a team running it, so somebody paid for it we call it a brand once its made money for a year. before that its a store with a logo lol so how many shots have you actually taken?

your merchant center didnt get suspended bc you dropship google cant even see your fulfillment lol. it scans the site & your business info & decides if you look like a real company. thats the whole review one of the 10 stores we launched this month got hit with misrepresentation on day 4. back in about 3 hours. what was actually wrong: address on the contact page didnt match merchant center. Ltd on one, Limited on the other returns page said 14 days, shopify checkout policy said 30 support email on gmail 2 collections in the header with 0 products all 10 minute fixes. but to a reviewer it looks like nobody runs the store & the part that fucks people: google never tells you which one it was. so you fix one thing, request review, denied. fix another, denied. every denied review makes the next one less likely to get read. by the 4th you're done we run 40 google stores & around $3m a month goes through our merchant centers. we fix EVERYTHING at once, then one review. back almost every time if yours is suspended rn, dm me the suspension email + store url. takes me 5 min to tell you if its fixable

nobody is going to buy your store ive sold a few now. a buyer checks 4 things & nobody gives a fuck about your revenue screenshot: how many months in a row it made money. not your best day, EVERY month who runs it when you're not there whats actually left after ads, cogs, shipping, refunds & fees. net can they log into everything tomorrow without you the one we sold for high 6 figs did around $80k a month at about 20% margin when we sold it, a year after launch, & a team ran it without me. thats it. boring numbers and a team if the store needs you every day there is nothing to sell. they'd be buying you & you're not for sale so what is your store actually worth if you dont touch it for 30 days?

to run a 6-fig dropshipping store, you have to fail at running the 10 stores first. we’ve been programmed to think that not being good at something makes you a failure at it. bc everybody blames mistakes & nobody posts their failures but the truth is that sucking at something is just the price of admission to the success

you will feel SO FUCKING STUPID once you realize that we live in the EASIEST times to run a Google store the work is GENUINELY not that hard once you know what goes in the first few words of a title & which category it belongs in but its also the easiest to quit. thats why you’re not scaling, just killing products after a week, or calling it saturated. I swear bro if you can stay on the feed and the daily product adds for 2-3 months, your Shopify notifications won’t stop

just run ads bro i dont understand why would you ever do something different tbh Meta ads: creative treadmill new UGC every week because the last batch fatigued you’re the founder AND the creative director, cant even work on your catalog your winner dies the day the audience gets bored of it in-house growth team: same thing + you need to manage and PAY employees half your margin goes to salaries before a single order ships organic: you need scale which is extra systems posting every day for months before one video actually converts relying on the algorithm or REALLY good founder branding so much effort, low reward affiliate: literal gamble if you didnt notice, affiliates push whatever pays the biggest commission, not your store Google Shopping (with the right feed): a product that clears its CPC clears its CPC, no salaries, no commission splits no creators needed, no daily posting, just a feed that answers searches customers come to you mega leverage since one feed catches every search for that product 24/7 while you’re asleep we exited one of my Google stores for 6 figures in 6 months, doing $80k/month at 20% margins when we sold you attract buyers who already typed the problem into Google, then the catalog keeps catching the next search you dont need to film UGC or learn editing, you just need the right products in the right feed no creators, no ad fatigue, no commission splits etc. even Naval is talking about leverage all the time, and how “code and media are permissionless leverage” listen to him if not me

ngl a TEAM of agencies to run your Google store sounds so frickin cool. GMC agency feed management agency Google Ads agency CRO freelancer each with their own retainer, Slack channel, reporting, etc. but if I’m being honest I get better results with my in-house team for everything top to bottom. I think bc it has more context on the catalog than any separate agency ever would... 1x full-stack team > 10x avg agencies

this is why your Google Shopping ads get scrolled past while mine peaked $700k a week in spend last Q4 and most of you still won’t fucking get it the purple fckin cow principle if you’re driving down the road and see a cow you don’t look at it because you’ve seen a thousand cows before, who cares, but if you see a PURPLE COW you’re going to stop and stare and remember it forever same thing with your Shopping listing everyone’s running the same tired shit, the same white background supplier photo 14 other stores pulled off the same AliExpress page, the same “Women Oversized Knit Sweater Fall Winter Casual Loose” title copy pasted straight from the supplier. stop playing it safe and start taking creative risks that make you uncomfortable like shooting the lamp switched ON in a dark bedroom when every other result in the carousel is a lamp sitting switched off on white because comfortable = familiar = invisible = scrolled
uncomfortable = novel = purple cow = add to cart make your ads purple

We launched 10 new Google stores these past few weeks. Here’s the status: 1 is spending $500/day with $6-7k revenue per day. 3 are spending between $1-200/day and 6 completely flopped. But they won’t continue to flop. Consistent feed optimization & more products -> they become profitble and scalable.

Around €150k a week goes into testing new products on Google right now, perhaps 100-200 products, €300 each before we know if it's a yes or a no. Most of that money we never see again. The 5-10 that stick are what gets all the budget in November, so Q4 for us is basically decided by end of October. Been doing this since August, by Black Friday we just watch the numbers

People ask which of our 40 Google stores make the money. US ones print way more than say a Swiss store, that's just TAM. Beyond that there's some luck with Google, but it mostly comes down to 3 things: feed optimization, pricing competitiveness and customer satisfaction. Nobody wants to hear that cause none of them are a hack.

15 people run our 40 Google stores. Most of it is automated, humans just monitor and step in when something breaks. I personally work maybe 20-30 hours a week and most of that is looking at numbers and deciding what gets budget and what dies. If your store needs 60 hours of you a week you bought yourself a job 😂

I sell to Americans from Sweden. Most of my revenue comes in while I'm asleep. An American buys at 11pm their time, 5am mine. Ad ran, order in, supplier notified, I wake up and the money's there. Nobody on my team touched it. Americans think this is suspicious. If you're not grinding you must be lying about the numbers. Every US operator I know talks about the 80 hour week like that's the achievement. Swedes think the Americans are insane. 5 weeks vacation is literally the law here, nobody answers an email after 5, and if you say you worked the weekend people ask what went wrong. Honestly tho, the Americans built the market I sell into. The impulse, the credit cards, the "just take my money" at midnight. Europe doesn't buy like that, so without American customers there's no Swedish lifestyle to talk about. Best setup in ecom I've found: an American customer and a Swedish calendar. 40 stores, mostly automated, run from a country where the office is empty at 4pm.

Most rejected GMC appeals I see have the same 3 problems. 1. They appealed before fixing anything. Google re-reviews the site, not your email. If the store looks the same as the day it got flagged, the answer is the same. 2. Business info that doesn't match. Address on the site, in Merchant Center, on the card descriptor, in the return policy. One mismatch and you're back to "misrepresentation". 3. Resubmitting every day. Every rejected appeal makes the next reviewer less likely to read the one after it. Fix everything, then one clean appeal. We run 40 Google stores and get suspensions reinstated almost every time, so I've seen every version of this. If you're stuck on one right now, DM me the suspension email and the store URL. Takes me 5 min to tell you if it's fixable.

We have 40 Google DS stores right now. Perhaps 10-15 are profitable. We’re very good at what we do, but a large portion of success is out of our control. That’s why you need to diversify and try different concepts/feeds. The easiest way to do that is to have many active stores at once.

Best money I ever spent in ecom: ~$100/month for a Discord where people actually running stores talked. Courses teach you what worked 2 years ago. A room of operators tells you what's working this week, which supplier just went bad, which processor is holding payouts. I was spending $3k/month on ads and losing basically all of it back then. The stuff I picked up in those rooms is most of the reason that stopped. Still in a few of them. Still the cheapest edge in this business. What was the best money you spent early on?

If you’re struggling with getting your GMC approved, you shouldn’t. Hit me up in DMs

Few people asked how we test 500 products in a weekend, so here's the actual process. 1. Research is automated. The team and the tools (DataforSEO, Semrush) produce the list against an SOP, nobody picks on gut feeling. 500 products is a normal batch for us before Q4. 2. Everything goes into one campaign. Not 500 campaigns. Google decides where the money goes, we decide when it stops. 3. The kill rule. A product that hasn't converted by ~€150 spend is dead. No "let's give it the weekend". That's why losers averaged €150 each and the whole batch cost ~€75k. 4. Survivors get their own campaign and their own budget on Monday. 70-80 out of 500 this time, so ~15%. That's a good batch, normal is lower. 5. Those 70-80 are doing ~€20k/day right now. A month from now maybe 20 of them are still worth running. That's fine, the 20 pay for the next 500. Most people can't do this because they test 5 products at $20/day and call it validation. The math only works when the batch is big enough for a 15% hit rate to matter. What's your kill rule?